Following the success of our soccer study in 2014, we have partnered again with Havas Sports & Entertainment to take on an even bigger fandom analysis challenge in 2015: all music fans everywhere in the world.

Measuring engagement is missing two essential questions: (1) WHYis a fan motivated; (2) WHAT triggers the fan’s behavior?What is required is a new framework on Leveraging Engagement to better understand fan behaviors and motivations. The Leveraging Engagement framework seeks to help reveal the nuances of fan involvement, specifically identifying the various fan objects, activators and environments that inspire people to engage, as well as the media properties and communities associated with them.

The rampant spread of rumors during times of public anxiety and election seasons underscores the importance of understanding how rumors spread among people and their impacts on people’s political lives.